Articles - read more
Top 6 Tips on how to stretch a shrinking marketing budget
Closing the loop: when reality meets the forecast
Creative Efficiency
Do You Measure Up?
Effective Thinking
Focus on Productivity
Marketing: Art or Science?
Marketing Automation
Marketing Management Software - Are you trying to do more with less?
Reducing the Negative Impacts of Agency Change
Top 6 Tips on how to stretch a shrinking marketing budget
Your costs keep rising yet your marketing budget is shrinking. Sound familiar? Marketing executives across Australia are now searching for ways to achieve more with their marketing production budgets in this tough economic climate. So how can you stretch those funds to get the ‘best bang’ for your marketing buck? Here are six valuable tips from the marketing experts at Orbis, a leading global provider of Marketing Management software.
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Marketing Management Software - Are you trying to do more with less?
This article looks at how automated Marketing Management Software provides efficiencies and facilitates Marketing to deliver more. Marketing Management is essentially the management of marketing processes and company resources to achieve a set list of goals that are defined by an overarching marketing plan. When a company expands and reaches a certain level, the Marketing Manager is typically no longer able to handle the increasing workload associated with these functions along with the management of an entire marketing team. As soon as this occurs, it is vital that the manager considers implementing a Marketing Management solution to ensure the goals outlined in the marketing plan can be achieved effectively and on time.
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Changing agencies is a major challenge in Marketing and is often a good thing. Fresh ideas, new creative… better results.
But let’s have a look at some of the downsides experienced when marketing changes the roster: The client and the agency both need to adapt to new processes and cultures, often impacting productivity. Process friction can slow down desired cycle times. Unforeseen bottle-necks can develop. Financial processes and reconciliations can be more difficult as the agency learns how the client’s internal systems and procedures work. Depending on where the digital assets created under the last regime are housed, Marketing can be up for some unexpected re-production costs. This article explores how marketers can minimise the business impacts of this change.
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According to Proudfoot Consulting, Australia ranks 2nd to Portugal for wasted working days. The cost of this wasted labour is $78b per annum. "Wasted" working time is derived from unnecessary administration, poor IT infrastructure and a lack of or misunderstanding of business processes. Marketing is not immune from this appraisal. A high percentage of marketers still use manual methods for budgeting, project management, copy & creative approvals and calendaring. Marketing also spends a great deal of time ‘collecting’ information just so they can report to senior management.
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Marketing Automation
The adoption of marketing automation technologies is growing rapidly across the globe as a quarter of all organisations, and more than half (58 per cent) of top-performing ones, now use an automated system to streamline and improve their marketing efficiency.
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The persistent debate rages on: art pulls one way; science pulls another. The forces driving the debate seem out of control at times, and one wonders, says Grant Halloran, Orbis CEO, whether a happy equilibrium will ever be struck... a universal appreciation that marketing is neither art nor science alone.
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As CEOs place pressure on marketing managers to demonstrate the bottom line worth of their activities, marketers need to become well-versed not just in the art of marketing, but also the science of marketing measurement. Joanne Donelly reports.
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Liam Royes, Global Product Manager, has recently written to advertising publication AdNews in response to Barbara Messer’s cover story ("Playing it Safe", 21 September) regarding the lack of creative television advertising to come out of Australia..
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By Grant Halloran: James Sheffields's article "No more Good News Bears-Creating a Culture of Marketing Effectiveness" (B&T, April 2) was an insightful and timely piece of advice for Marketers.
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